274Glossa ry■individuals must first create a Facebook ad or
Facebook page. If a user already has a per-
sonal account, it is a violation of Facebook’s
terms of use to also create a business account.
campaign a marketing initiative that inte-
grates a set of advertising, marketing, and/
or public relations commitments aimed at
achieving business goals.
click-through also referred to as a click, a user
who has seen an ad and clicked it to get more
information.
click-through rate (CTR %) The frequency with
which a user clicks an ad or family of ads.
This is an important metric for determining
the effectiveness of ad copy and images used
to entice a user. Generally speaking, ads with
a higher CTr % are more effective than ads
with lower CTr % metrics, which indicate
poorer response.
content audit Process undertaken to learn
how much an organization has of specific
types of content for future sharing or posting
via a social network.
cost per action (CPA) The amount an advertiser
will pay for a user to perform a very specific
action, usually a sign-up on a web form or
some other call to action that the advertiser
wants. Facebook does not currently make
CPa advertising available to customers but
may in the future.
cost per click (CPC) The amount an advertiser
will pay for a user to click an advertisement,
irrespective of what the user does afterward.
CPC advertising is currently an available
option through Facebook advertising.
cost per mil (CPM) The amount an advertiser
will pay for 1,000 impressions of an adver-
tisement, irrespective of whether the userclicks the advertisement or performs an
action afterward. CPM advertising is cur-
rently an available option through Facebook
advertising.
dashboard a summarized view of all impor-
tant metrics that determine the success of
a campaign or set of campaigns over time.
Usually built in a spreadsheet, dashboards
are important for recording numbers that are
usually lost over time because social net-
works and other third-party sites do not
keep exhaustive records long-term.
derivative metric The combination of two
or more metrics that helps marketers ana-
lyze progress over time and opportunities
for optimizing websites. some examples
of important derivative metrics are page
views per unique user, daily moving average
cost per lead/fan, effective CPM per week,
and so on.
editorial policy rules that an organization
uses to govern the types of content and the
frequency with which content is posted or
shared via social media.
engagement ad Type of advertisement that
relies upon users to perform an action—such
as play a video, like an ad, and so on—and
have that action appear visible to other
friends on Facebook.
Facebook application a product created from
a set of custom code that is designed to run
and allow interactions inside Facebook.
applications come in a variety of forms—
most notably social games, productivity
apps, music/lifestyle-sharing apps, custom
notification apps, notification apps, and so
on. Facebook has its own set of applications,
and there are hundreds of thousands of
third-party applications.569641bgloss.indd 274 3/23/10 1:35:09 AM